The Green Idea Supermarket – PLMA

Once again this year’s PLMA’s 2009 Private Label Trade Show included the PLMA’s Idea Supermarket. This area is always my favorite of the show and allows attendees to really get a sense of the state of Private Brands today. Private Brands from retailers all around the world are featured in a store format complete with gondolas, the effect is somewhere between a retail environment and art gallery. Over the next few posts I will present a snapshot of some of the standouts and the trends that seem to be represented in this unparalleled presentation of Private Brands.

The first is Green/Eco:

This fluorescent light bulb design from Office Depot presents a functional almost utilitarian to green package design.

Office Depot - Green Store Brand

The Safeway Eco/Green brand Bright Green calls on the classic cliches of environmentalism with the globe, however its clean design and bright photography takes it beyond cliche to elegantly functional.

Safeway Store Brand

Safeway Bright Green Store Brand

These fascinating Private Brand toys from Toys R US seem to capture the spirit of green, while maintaining a hip almost retro cool perspective. I admit to thinking that the all natural stuffed animal even seemed a little healthier for my kids.

Toys R US Store brand

Toys R US Store Brand



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.